Driving the future: Irfan Tansel on why innovation can’t slow down

The UAE and Japan have cultivated a strong bilateral relationship spanning over five decades. Over the years, these two nations have forged deep ties across various sectors, including technology, automotive, and energy security.

Al Masaood Automobiles has been a cornerstone of the robust UAE-Japan relationship for decades. As the exclusive distributor of Nissan in Abu Dhabi, Al Ain, and the Western region, the company has embodied the durability and strength of this bond.

Nissan unveiled the latest iteration of its oldest nameplate, the Patrol, in Abu Dhabi last month – a global debut that president and CEO Makoto Uchida described as a nod to the Middle East’s strong passion for the brand’s longest-running nameplate.

The spectacular event, attended by royals, VIPs, global executives, and key stakeholders, underscored the importance of the Nissan Patrol to the UAE community.” For decades, Al Masaood Automobiles has played an instrumental role in cementing the Patrol’s enduring legacy as an icon of power and prestige in the UAE.

“Celebrating The Nissan Patrol’s world premiere here in Abu Dhabi proves that it isn’t merely an SUV; it’s a reflection of our city’s spirit and the daring, adventurous hearts that fuel its people,” Irfan Tansel, CEO of Al Masaood Automobiles, says while noting that the launch reflects on the enduring legacy that the iconic model has cultivated over the decades, particularly here in the emirate.

Nissan has awarded Al Masaood Automobiles several prestigious accolades, including the Nissan Excellence Award and the Nissan Dealership Standards and Processes Award, in recognition of the company’s continuing exceptional performance in sales, aftersales, and customer experience.

As a part of the UAE-based Al Masaood Group, the distributor has played a pivotal role in the country’s mobility journey. “For over four decades, Al Masaood Automobiles has been a leading force in the UAE’s automotive industry, serving as the exclusive distributor for Nissan, INFINITI, and Renault in Abu Dhabi, Al Ain, and the Western region,” says Tansel.

The UAE has made significant strides in promoting smart and sustainable mobility as part of its Net Zero by 2050 strategic initiative, which aims to reach zero carbon emissions by 2050. “Al Masaood Automobiles and its partner brands have been at the forefront of automotive innovation, consistently striving to bring the latest advancements in technology, safety, and performance to our customers,” Tansel accentuates.

A force to reckon

Dubbed ‘The Hero of All Terrains’, the Nissan Patrol has been a steadfast companion for decades, conquering everything from sprawling deserts to urban jungles. Its reputation for strength and resilience has made it an iconic symbol of adventure.

Since its debut in 1951, the Nissan Patrol has become an integral part of the UAE’s cultural and environmental landscape. Its combination of rugged capability, luxurious amenities, and enduring reliability perfectly aligns with the needs of Al Masaood Automobiles’ customers, making it a cherished family vehicle and a versatile performer both in the city and beyond.

“The Nissan Patrol has marked many significant milestones here in the UAE, consistently dominating its segment and ranking as the number one SUV in the country for many years,” Tansel says.

The latest iteration boasts a host of innovative features, including a captivating new design, a potent V6 twin-turbo engine, a smooth-shifting nine-speed automatic transmission, and a customisable adaptive air suspension system for superior off-road performance.

The Patrol has played a pivotal role in establishing Nissan’s strong presence in the Gulf region. Its popularity in the UAE is evident, with nearly 80 per cent of Patrol purchasers at Al Masaood Automobiles in 2024 being Emirati.

Over the past decade, the Patrol has cultivated a dedicated following of owners and fans. This is reflected in its strong sales performance in Abu Dhabi, with a significant 58 per cent increase and a steady improvement in customer satisfaction ratings, demonstrating both its popularity and the trust customers place in Nissan and Al Masaood Automobiles.

A confident Tansel expects the introduction of the All-New Nissan Patrol 2025 to boost Al Masaood Automobiles’ legacy. The dealership was inundated with inquiries about the upcoming Patrol, underscoring its popularity in the UAE.

Continuing legacy

With a legacy spanning more than five decades, Al Masaood Group has been an integral part of the UAE’s growth story, contributing significantly to sectors such as automotive, engineering, power generation and marine services.

“From the very early days, back in 1972, Al Masaood Automobiles has played a pivotal role in shaping the UAE’s automotive landscape. As one of the first to introduce Datsun vehicles to Abu Dhabi, the company contributed significantly to the country’s burgeoning automotive industry,” Tansel recalls.

With a commitment to the nation’s infrastructure development, Tansel notes that the company expanded its operations to serve various sectors vital to Abu Dhabi’s growth. “The company solidified its position as the official Nissan dealer for Abu Dhabi, Al Ain, and the Western Region in 1984. Al Masaood Automobiles widened its partnership ecosystem by adding Renault and INFINITI to its portfolio in 2004 and 2005, respectively,” he shares.

Over the years, the auto behemoth has expanded its reach, establishing a comprehensive network across the Emirate of Abu Dhabi. Today, Al Masaood Automobiles boasts ten new vehicle showrooms, three used car showrooms, and a flagship complex in Musaffah, Abu Dhabi.

Al Masaood Automobiles’ commitment to customer satisfaction extends beyond vehicle sales. The company’s extensive network of service and spare parts centres ensures that customers receive top-notch support throughout their vehicle ownership journey.

“For the past four decades, Al Masaood Automobiles has collaborated closely with our key principals and international partners to deliver innovative mobility solutions that meet the evolving needs and preferences of our customers. We are committed to providing exceptional quality and experiences in every aspect of our services,” adds Tansel.

The Al Masaood Automobiles Nissan Service Centre in Mussafah, Abu Dhabi, stands as a testament to the company’s dedication to excellence. This state-of-the-art facility is the largest Nissan service centre globally, offering customers in Abu Dhabi unparalleled service and expertise.

Al Masaood Automobiles registered a significant surge in vehicle sales during the first nine months of 2024. The company’s strong performance reflects the overall recovery of the UAE and GCC automotive markets, driven by factors such as population growth and urbanisation.

“Our commitment to delivering exceptional customer experiences extends beyond the sales process to encompass aftersales services. We recognise that today’s customers seek value-added services, convenience, and innovative solutions throughout their automotive journey,” says a proud Tansel.

“To meet these expectations, we are focused on providing personalised customer experiences that seamlessly integrate online and in-store interactions.”

The dealership is also witnessing significant growth in other key areas of its business, including aftersales services and certified pre-owned vehicles. Tansel notes that the offerings have proven to be popular choices for many customers seeking reliable and value-driven options.

With the anticipated arrival of new models from Al Masaood Automobiles’ partner brands, along with the introduction of refreshed model year editions, the remainder of the year promises to be filled with exciting automotive launches and events.

“The new offerings, just like the latest Patrol, are designed to cater to the evolving preferences of our discerning customers and showcase the latest technological advancements,” Tansel says.

A new era of mobility

The invention of the internal combustion engine in the 19th century marked a pivotal moment in technological, economic, and social progress. It was indeed a game changer that revolutionised people’s lives.

However, as we embark on the second major revolution in the mobility sector, the level of disruption is poised to surpass anything we have witnessed in the past.

“Mobility in future will undoubtedly be driven by intelligent and smart technologies. Connected cars, advanced mobility apps and multimodal transportation platforms will revolutionise the way we travel, making it more convenient, sustainable, and adaptable to changing lifestyles,” Tansel says, adding that the younger generation is embracing flexible ownership models and seeking innovative transportation solutions.

“Driver-assistance technologies and self-driving cars are poised to become increasingly prevalent in the automotive market.”

While the necessary infrastructure and regulations are still evolving, Tansel is confident that the UAE will play a leading role in shaping the future of the mobility industry. “By investing in cutting-edge infrastructure and developing supportive legislative frameworks, the UAE can position itself as a global leader in the adoption of autonomous vehicles,” he adds.

The UAE automotive industry – like several other sectors – is experiencing unprecedented evolution. In an era of rapid technological advancement and digitalisation of businesses, Al Masaood Automobiles is taking a future-forward approach by keeping pace with innovation and technology, ensuring digitised operations tailored to meet customers’ changing needs.

By embracing these advancements in its operations, Tansel emphasises that Al Masaood Automobiles is future-proofing its business and contributing to an advanced, responsive, and customer-focused automotive landscape.

“Al Masaood Automobiles is committed to utilising digital technologies to enhance customer experiences and streamline processes,” he says, adding that key initiatives that are being implemented by the dealership include AI-driven personalisation, predictive analytics, automated marketing and website personalisation.

Al Masaood Automobiles continues to evolve and innovate, capitalising on its automotive experience and pursuing new ventures. Tansel emphasises that Al Masaood Automobiles’ commitment to introducing the latest mobility innovations, including cutting-edge technologies, enhanced safety features, and exceptional performance.

He further highlights the company’s alignment with its partner brands’ electrification strategies, ensuring that customers benefit from advanced and sustainable mobility solutions.

Nissan has outlined its ambitious plan, “The Arc”, to introduce five new SUVs in the Middle East by 2026, including electric vehicles. The expansion aligns with the car manufacturer’s broader vision, Ambition 2030, which prioritises electrification and sustainability.

Similarly, INFINITI also plans to electrify a significant portion of its global product range by 2030. Meanwhile, Renault has been actively revamping its product line and strengthening its position in key areas such as electric vehicles, software and new mobility.

Al Masaood Automobiles is strategically expanding its product and service offerings to provide customers with a broader range of options and unlock new revenue streams for the business. “We are leveraging innovative technologies such as AI, data analytics, and automation to optimise how we as a business interact with our customers and to help us streamline operations,” notes Tansel.

Electrification is key to the transformation of the mobility sector and presents major opportunities in all segments, ranging from passenger to commercial vehicles.

An automotive powerhouse

Tansel’s leadership has been instrumental in Al Masaood Automobiles’ diversification and expansion – a strategic vision that is positioning the company for sustainable growth. Al Masaood Automobiles continues to evolve and innovate, capitalising on its automotive prowess in Abu Dhabi, Al Ain and the Western Region.

“Our long-term aspirations are fueled by a commitment to innovation, customer-centricity, and sustainable growth. I envision Al Masaood Automobiles remaining a trusted and influential leader not only within the UAE but also beyond its borders,” he says, adding that the legacy will be built on a foundation of trust, relevance, and innovation.

Beyond the UAE market, Tansel envisions a future where Al Masaood Automobiles extends its geographical footprint into other GCC markets, sharing its expertise and offerings with customers across the region.

Meanwhile, innovation is a cornerstone of Al Masaood Automobiles’ strategy as the company seeks to diversify and expand its product and service offerings and revenue streams.

Tansel believes this proactive approach will enable Al Masaood Automobiles to meet our customers’ evolving needs and adapt to the dynamic mobility landscape.

His approach to leadership has been centred around the power of teamwork, innovation, and, surprisingly, failure. “Over my four decades in business, I have learnt valuable leadership lessons that I would like to share with aspiring young leaders,” adds Tansel.

Tansel emphasises the importance of empowering team members to innovate, be creative, and give their best effort, recognising them as the company’s most valuable asset. He advises young leaders never to demand blind obedience but rather encourage creativity and out-of-the-box thinking by fostering an environment that supports and rewards these qualities.

While steering Al Masaood Automobiles towards success, Tansel’s vision for the company is one of continual growth and innovation. Al Masaood Automobiles will leverage its automotive expertise and seek new opportunities for growth to maintain its leadership position in the UAE automotive industry. By staying attuned to market trends and customer preferences, the company aims to remain a driving force in the sector.

Read: New Nissan Patrol makes its global debut in Abu Dhabi